Abstract
Gamification is an emerging concept steadily gaining ground in academia and practice. However, related projects only sometimes lead to success, which is (in part) due to the inconclusive picture of empirical results. In response, within the present study, we seek to understand better the stability of motivational affordances across two tasks (bicycle riding vs. grocery shopping) that vary between their hedonic and utilitarian meanings using the same gamified system. Building around self-determination theory (autonomy, competence, relatedness), social identity, and a structured gamification framework as theoretical frameworks, we apply a 2 (Task: A vs. B) within-subjects online experiment to test our research model. Results show that motivational affordances differ (in parts) significantly between the two tasks. With these results, we provide insights for designers of gamified systems that can be used to improve effectiveness by better matching user personality and technology design.
Recommended Citation
Kordyaka, Bastian; Weber, Sebastian; Klassen, Gerhard; and Niehaves, Bjoern, "Decoding Gamification: A Randomized Within-Subjects Experiment on Affordances" (2023). ACIS 2023 Proceedings. 113.
https://aisel.aisnet.org/acis2023/113